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The Staycation: - 2010 and beyond?
1 October 2010
Undertaken for Visit England
Our Research Aims
To provide a clear indication of what happened to the
19% uplift in domestic travel seen in 2009...THE
STAYCATION
-To what extent was it repeated in 2010 (& by whom?)
-What did ’09 Staycationers do in 2010?
-How was the 2010 England experience?
-What will happen in 2011?...and can people be
persuaded to holiday more in England?
The Approach
• 1000+ quantitative online interviews
• 6 – 13 September 2010
• 15 minute questionnaire
• GB population (18yrs +)
• Included key questions on impact of & attitudes
towards economic downturn tracked quarterly
since Oct 08
THE IN-GOING CLIMATE
Ongoing impact of, & attitudes to the Economic Downturn
Levels of concern over economy & its personal impact continue to rise
Q1. To what extent do you personally agree or disagree with the following statements about the economic
downturn or credit crunch? Base: All respondents (1000+) Differences of c 5% are significant)
% ‘Strongly agree’/ ‘Slightly agree’ with each statement
Most concerned:
Women, Families,
18-35 yr olds, and
Public sector
workers
Almost two-thirds now feel the economic situation will get worse before it gets better
Q1. To what extent do you personally agree or disagree with the following statements about the economic
downturn or credit crunch? Base: All respondents (1000+) Differences of c 5% are significant)
% ‘Strongly agree’/ ‘Slightly agree’ with each statement
Most concerned:
Women, Families,
18-35 yr olds, and
Public sector
workers
No rise in level of those actually affected, but unaffected now more concerned
Impact of economic downturn (%)
72%
Q2. Which of the following best describes your feelings about the economic downturn or credit crunch?
Base: All respondents (1000+) Differences of c 5% are significant)
Most affected:
Women, Families,
35-54 yr olds, DE
social grade
4 in 10 expect their financial situation to worsen next year – especially Public sector
How expect personal financial situation to change in coming year (%)
Q2b. Q2b: How do you think your personal financial situation will change in the coming year?
Base: All respondents (1000+)
Points to Ponder....
The rising confidence in the economic situation seen in the last half of 2009 was short-lived, and concern over the recession, job security and future personal finances continue to grow
Level of concern now back to that seen in June 2009
6 in 10 are concerned about job security and making ends meet
4 in 10 expect their financial situation to worsen in next 12 months
Most concerned are now women, 18-35 year olds, families, and particularly Public sector workers, of whom almost three-quarters are concerned about job security
The concerns which prompted the rise of the Staycation look set to remain into 2011
THE STAYCATION
- Did it continue in 2010? - by whom?
-What did 2009 Staycationers do in 2010?
A reminder: In 2009, ¼ were Staycationers – 13% were ‘Switchers’, 15% ‘Extras’
2009 ‘Switchers’
(Took a holiday in England
that would normally have
been taken abroad)
2009 ‘Extras’
Took more holiday than
usual in UK
10% 3% 12%
In 2009, 25% were Staycationers (either Switchers or Extras)
As in ‘09, 1 in 4 are Staycationers in 2010; 14% ‘Switchers’, 17% ‘Extras’
2010 ‘Switchers’ = 14%
(vs 13% in 2009)
2010 ‘Extras’ = 17%
(vs 15% in 2009)
More likely among: 9% 5% 12%
18 – 34 yr olds
C2s (Skilled
manual workers)
Women
18-34 yr olds
those concerned
by economy/
making ends meet
ABs (Managerial/
professionals)
26% are 2010 Staycationers (either Switchers or Extras)
(vs 25% in 2009)
They’re not all the same people- half of 2009 Switchers also switched in 2010
Most likely
among:
2009 Switchers 2010 Switchers
18 – 34 yr olds
North West
Those severely
affected by credit
crunch
ABC1 Families
East of England
Those affected a
little by credit
crunch
18 – 34 yr olds
Women
South East
7% 7% 7%
79% did not Switch in either year (higher among Men, 55+ yr olds, C2DEs,
Empty nesters, those less concerned/ affected by credit crunch)
21% replaced a holiday abroad with one in England in either year
(higher among Women, 18-34 yr olds, ABC1s, those concerned about the credit
crunch and making ends meet)
Similarly, half of 2009’s Extras also took more holiday in the UK in 2010
2009 ‘Extras’ 2010 ‘Extras’
C2s (Skilled
manual workers)
Those feeling
personal finances
will improve in
next 12 months
18-34 yr olds
ABs (Managerial/
professionals)
South East
18 – 34 yr olds
ABs (Managerial/
professionals)
Public Sector
workers
Most likely among: 7% 7% 10%
(76% did not take more UK holiday in either year) Higher among: Men, 55yrs+, State pensioners, those most concerned & affected by
economy
24% took more holiday in UK in either 2009 or 2010 (higher among Women, 18-34 yr olds, ABC1s, those less concerned/affected by credit crunch)
MAIN REASON for replacing a holiday normally taken abroad with one in England
Economy is the main reason for switching a holiday abroad to one in England
Base: Those taking hol in England that would normally have been taken abroad (2009= 155, 2010=161)
ALL REASONS for replacing a holiday normally taken abroad with one in England
2010 Switchers more driven by the wish to explore the UK and go somewhere new
Base: Those taking hol in England that would normally have been taken abroad (2009= 155, 2010=161)
Attitudes to taking a holiday in England rather than abroad in 2010 (%)
About half of 2010 Switchers feel positive about taking the England holiday...1/2 don’t
Q4e To what extent do you personally agree or disagree with the following statements about replacing your holiday abroad with one
in England? Base: Those taking hol in England that would normally have been taken abroad (2010 so far =122)
% agree
61
52
51
30
No difference
by demog
group/ type
of Switcher
Attitudes to taking a holiday in England rather than abroad in 2010 (%)
Half of 2010 Switchers now want to take more England hol…but ½ want to go abroad
Q4e To what extent do you personally agree or disagree with the following statements about replacing your holiday abroad with one
in England? Base: Those taking hol in England that would normally have been taken abroad (2010 so far =122)
% agree
51
50
More likely
among
Switchers on
both 09 & 10
Attitudes to taking a holiday in England rather than abroad:
% Agreeing with each statement
Feelings towards switching slightly less positive for 2010 than 2009 England holiday
Q3e/4e To what extent do you personally agree or disagree with the following statements about replacing your holiday abroad with
one in England? Base: Those taking hol in England that would normally have been taken abroad (2009= 155, 2010 so far =122)
MAIN REASON for taking MORE holiday in UK
(among those not replacing a holiday normally taken abroad)
More UK holiday taken mainly for personal and positive reasons rather than economy
Base: Those taking more hol in England but not having switched from a holiday abroad (2009= 75 , 2010= 98)
ALL REASONS for taking MORE holiday in UK
(among those not replacing a holiday normally taken abroad)
Extra 2010 holidays more likely than 2009’s to be returning to a place liked
Base: Those taking more hol in England but not having switched from a holiday abroad (2009= 75 , 2010= 98)
Switchers and Extras more strongly positive towards England for holidays
Overall extent of liking holidaying in England (%)
Q10b Overall, how much do you like or dislike taking a holiday in England? Base: All (1000+)
Attitudes to taking a holiday in England (%)
Q10a To what extent do you personally agree or disagree with the following statements about taking a holiday in England?
Base: All (1000+)
England holidays thought less hassle and as enjoyable as abroad, but not better value
Attitudes to taking a holiday in England (% Agreeing with each statement)
No difference by type of holidaymaker
Q10a To what extent do you personally agree or disagree with the following statements about taking a holiday in England?
Base: All (1000+)
Attitudes to taking a holiday in England (%)
Q10a To what extent do you personally agree or disagree with the following statements about taking a holiday in England?
Base: All (1000+)
Discovering new places in England is key, slightly more positive than rediscovery
Attitudes to taking a holiday in England (% Agreeing with each statement)
Switchers also enjoy old haunts
Q10a To what extent do you personally agree or disagree with the following statements about taking a holiday in England?
Base: All (1000+)
(especially both 09 and 10 Switchers, and
women)
(especially 10 only Switchers)
Attitudes to taking a holiday in England (%)
Q10a To what extent do you personally agree or disagree with the following statements about taking a holiday in England?
Base: All (1000+)
Half feel pride in England when holidaying there
Attitudes to taking a holiday in England (% Agreeing with each statement)
Switchers and Extras display more pride in England, Switchers supporting the economy
Q10a To what extent do you personally agree or disagree with the following statements about taking a holiday in England?
Base: All (1000+)
(especially both
09 & 10 Extras)
Points to Ponder....
As in 2009, 1 in 4 are Staycationers in 2010
14% switched a holiday abroad to one in England
17% took more holiday in UK than normal (pre 2009)
Around half of 2009 Switchers/ Extras repeat the behaviour in 2010
2010 Switching behaviour is driven by the economy
Although ½ feel positively about making the change, and are motivated to take more holidays in England as a result, ½ want to take a holiday abroad next time
However, Switchers enjoy both new and known places, are proud of what England has to offer, and ½ actively want to support its economy...emotions to tap into to retain behaviour
2010 Extras more likely to be LESS affected by the economy
Behaviour often driven by personal circumstances, and positive choice to explore UK/ and in 2010, to return somewhere liked
THE 2010 HOLIDAY
-What holiday was taken?
-How did this differ from 2009? from normal?
-How was the 2010 England holiday experience?
When asked in early 10, people hoped to take more hol than 09, especially abroad
% points difference between 2009 and 2010 holidays taken
(Read as: When asked in early 2010, 5% more expected to take holiday
in England in 2010 than had taken it in 2009
In fact, similar levels took holidays/breaks in England (and elsewhere) in 2010 vs 2009
% having taken holiday type: 2009 vs 2010
Q3a Did you take any holidays or short breaks to the following places in 2009?/ Q4a Have you taken any holidays … to the following
places so far in 2010? /Q5a Are you planning to take any holidays … to the following places between now and the end of 2010?
Base: All 2010 respondents (1000+)
Women, 18-35 yr
olds and ABC1
social grades
most likely to
have visited
England, also
abroad
• Increased concern over economy during 2010 may have changed plans
Slight increase in % taking each England length 10 vs 09, drop in long hol abroad
Q11 Which of the following holidays or breaks have you taken, or will you be taking this year (ie 2010)? Base: All respondents (1000+)
% taken/taking 2009 vs
2010 All
No of nights 2009 2010
England
1-3 46 49
4-7 26 28
8+ 4 6
Abroad
1-3 6 10
4-7 22 22
8+ 30 27
Slight increase in % taking each England length 10 vs 09 driven by Staycationers
Q11 Which of the following holidays or breaks have you taken, or will you be taking this year (ie 2010)? Base: All respondents (1000+)
% taken/taking
2009 vs 2010 All 2010 Switcher 2010 Extra Neither
No of
nights 2009 2010 2009 2010 2009 2010 2009 2010
England
1-3 46 49 59 70 49 70 43 43
4-7 26 28 37 51 24 40 25 22
8+ 4 6 8 12 5 13 4 4
Abroad
1-3 6 10 8 9 8 14 6 9
4-7 22 22 21 21 22 30 22 21
8+ 30 27 38 19 31 34 28 27
• Extras take more holiday abroad, Switchers cut long hol abroad
Holidays abroad harder hit than England since pre-09
Q12 How many of each type did you take/ will you be taking this year (ie 2010). Q15 How many of each type did you normally take
per year before 2009? Base: All respondents (1000+)
% taking holiday All
England
No of nights Pre 09 2009 2010
1-3 56 46 49
4-7 30 26 28
8+ 9 4 6
Abroad 1-3 14 6 10
4-7 35 22 22
8+ 44 30 27
• Extras took more England holidays of all length, longer hols abroad suffered. Others cut all types
Vs Pre 09, Switchers cut all lengths abroad & took more 4-7 night England breaks
Q12 How many of each type did you take/ will you be taking this year (ie 2010). Q15 How many of each type did you normally take
per year before 2009? Base: All respondents (1000+)
% taking holiday All 2010 Switcher 2010 Extra Neither
England
No of
nights Pre 09 2010 Pre 09 2010 Pre 09 2010 Pre 09 2010
1-3 56 49 69 70 60 70 53 43
4-7 30 28 32 51 31 40 29 22
8+ 9 6 11 12 9 13 8 4
Abroad 1-3 14 10 22 9 18 14 12 9
4-7 35 22 48 21 50 30 31 21
8+ 44 27 54 19 44 34 43 27
Q12 How many of each type did you take/ will you be taking this year (ie 2010). Q13 How many did you take in 2009?
Q15 How many of each type did you normally take per year before 2009? Base: All Switchers
% taking holiday
types 09 & 10 Switcher (80) 09 not 10 Switcher (75) 10 not 09 Switcher (81)
England
No of nights Pre 09 2009 2010 Pre 09 2009 2010 Pre 09 2009 2010
1-3 67 64 71 72 63 57 72 55 70
4-7 39 42 53 28 40 25 25 32 48
8+ 14 10 14 2 4 2 7 6 10
Abroad 1-3 28 5 9 11 8 7 16 10 9
4-7 42 19 22 47 16 22 54 24 19
8+ 46 27 19 52 19 42 62 48 20
• Switchers in 09 and 10 drastically cut holidays abroad, most England uplift in 4-7
night breaks. 2010 only Switchers cut longer hols abroad
Switchers in 09 not 10 took longer holiday abroad in 10 at expense of England hols
In both 09 & 10, over 8 in 10 rate England holiday as ‘Very good/ excellent’ overall
Q19 How would you rate this holiday/break overall?
Base: All England holidays taken (2010: 890 – Switchers 226, Non Switchers 664)
Overall rating of the England holiday experience
Highest ratings among those going to village/ countryside and those in own caravan/camping. Slightly
lower among those going to small towns, B&B/Guesthouses, holiday camps, or other camping/caravans
Value rating dropped slightly in 2010, best among Extras
Q19 How would you rate this holiday/break on value for money?
Base: All England holidays taken (2010: 890 – Switchers 226, Non Switchers 664)
Rating of the England holiday on VALUE FOR MONEY
Highest ratings for seaside and village/country holidays
Lower ratings for city/towns and hotels/ B&B/guest houses
(Switchers more likely than others to have been to hotels/ B&B/guest houses)
Quality rating lower in 2010 than 2009
Q19 How would you rate this holiday/break overall?
Base: All England holidays taken (2010: 890 – Switchers 226, Non Switchers 664)
Rating of the England holiday on QUALITY OF ACCOMMODATION
Lower ratings for city/towns and hotels/ B&B/guest houses
(Switchers more likely than others to have been to hotels/ B&B/guest houses)
Almost half taking an England holiday in 2010 found it better than expected
Q20 Compared to your expectations, was this holiday/ break…?
Base: All England holidays taken (2010: 890 – Switchers 226, Non Switchers 664)
Extent to which England holiday compared to expectations
The holiday was… …than expected
Good weather reported for marginally more England holidays in 2010 than ’09
(39%) (50%) (10%)
Holiday Experience
% Excellent/Very Good 90% 79% 62%
Weather on Holiday Good Mixed Poor
46% 48% 6% 2010 holiday
(2009 holiday)
• As may be expected, the weather affects the overall rating of the holiday
Points to Ponder....
People’s hope for more holidays being taken in 2010 not realised (as concerns over economy grew)
2010 pattern similar to 2009:
Slight drop in long holidays abroad driven by Switchers
Slight rise in % taking each length of holiday in England, driven by Staycationers
Compared to pre-2009 levels, fewer now taking holidays abroad, especially of 8+ nights, driven by Switchers
England holidays less affected overall, thanks to Staycationers increasing hols in England, esp 4-7 nights
09 but not 10 Switchers tended to go back to an 8+ night holiday abroad, at the expense of 4-7 nights in England
2010 England hols rated very well...though slightly less well than 2009’s
FUTURE OF THE STAYCATION
What will happen in 2011?
Almost half feel likely to take more England hol than usual post ‘10 – esp Staycationers
% likely to take more holiday in England beyond 2010 than normal
Q9 In future, beyond 2010, do you think you’ll continue replacing holidays you normally took abroad with holidays in the UK?
OR In future, beyond 2010, do you think you’ll continue to take more holidays in the UK than you used to?
OR In future, beyond 2010, do you think you’ll take more of your holidays in the UK than you’ve normally taken? Base All (1000+)
Normal pre-2009 levels taking each England holiday type are expected to return in 2011
Q11 Which of the following holidays have you taken/ or will you be taking? with holidays in the UK? Base All (1000+)
% normally took/ taken/will take each holiday
No of nights Pre 2009 2009 2010 2011
ENGLAND:
1-3 56 46 49 57
4-7 30 26 28 33
8+ 9 4 6 8
SCOTLAND/
WALES/N.I
1-3 18 14 14 21
4-7 12 9 11 13
8+ 2 2 2 2
ABROAD
1-3 14 6 10 13
4-7 35 22 22 30
8+ 44 30 27 38
None of these 13 19 18 15
Holidays of 4+ days abroad which were hardest hit in ‘09 and ’10 not likely to recover to pre-credit crunch levels in 2011
• Extras hols in England unchanged in 2011, Others hope to go back to pre 2009 levels
2011 may lose some mid-length Switcher hols in England, as they return abroad
Q12 How many of each type did you take/ will you be taking this year (ie 2010). Q15 How many of each type did you normally take
per year before 2009? Q16 And thinking ahead, how many of each type do you think you’ll take in 2011? Base: All respondents
(1000+)
% taking holiday
types 2010 Switcher 2010 Extra Neither
England
No of nights Pre 09 2010 2011 Pre 09 2010 2011 Pre 09 2010 2011
1-3 69 70 72 60 70 67 53 43 52
4-7 32 51 46 31 40 38 29 22 30
8+ 11 12 13 9 13 12 8 4 7
Abroad 1-3 22 9 15 18 14 19 12 9 12
4-7 48 21 32 50 30 35 31 21 29
8+ 54 19 41 44 34 45 43 27 36
Points to Ponder....
England holidays are expected to return to pre-recession levels in 2011
Some loss of 4-7 night holidays from 2010 Switchers returning to a long holiday abroad
Replaced by increased % of non-Staycationer taking each England break
2010 Extras’ behaviour likely to remain similar in 2011
They are less concerned about the economy and its personal impact
Longer holidays abroad unlikely to return to pre-recession levels (among all types)
HOWEVER, hoped increase in 2010 proved optimistic in the face of growing economic concerns; these conditions remain, and may well suppress these future plans
POWER OF PERSUASION
Can more people be persuaded to take more holiday in England in 2011?
Who?
16% could be persuaded to take an 8+ day hol in England, 4 in 10 a 4-7 night break
Q23 Apart from the breaks you have already planned (in England and elsewhere), how easy do you it would be to persuade you to
take an extra break within England over the next 12 months? Base: All (1000+)
How easily could be persuaded to take extra holiday in England in
next 12 months (%)
• Even higher opportunity to persuade extra short breaks
Staycationers, 18-34 yr olds, women, ABC1 most persuadable to take short Eng break
% saying it would be Very/ Quite easy to persuade them to take
extra SHORT (1-3 night) break in England in next 12 months
Q23 Apart from the breaks you have already planned (in England and elsewhere), how easy do you it would be to persuade you to
take an extra break within England over the next 12 months? Base: All (1000+)
Staycationers, 55+ yr olds, women, C2DE most persuadable to take med Eng break
% saying it would be Very/ Quite easy to persuade them to take
extra Medium (4-7 night) holiday in England in next 12 months
Q23 Apart from the breaks you have already planned (in England and elsewhere), how easy do you it would be to persuade you to
take an extra break within England over the next 12 months? Base: All (1000+)
Staycationers, 55+ yr olds, DE most persuadable to take longer Eng break
% saying it would be Very/ Quite easy to persuade them to take
extra Longer (8+ night) holiday in England in next 12 months
Q23 Apart from the breaks you have already planned (in England and elsewhere), how easy do you it would be to persuade you to
take an extra break within England over the next 12 months? Base: All (1000+)
Conclusions
The Staycation was as strong in 2010 as in 2009
In part driven by continued economic concern switching trips from abroad
And in part by a continued rise in levels choosing to take more England holiday
Financial pressures will suppress wholesale switching back to a holiday abroad in the shorter term
Though it looks likely that those forced to switch will return abroad when more able to do so (despite enjoying their England holiday)
Plans for 2011 are slightly up on 2010 behaviour, but bear in mind that plans for 2010 proved slightly optimistic
Decent level open to persuasion to take more England holidays; opportunity there to be grabbed
APPENDIX
Additional charts
Sample In Detail
Wave 1 sample
Wave 2 sample
Wave 3 sample
Wave 4 sample
Wave 5 sample
Current Sample
Weighted to:
Gender Male Female
% 50 50
% 50 50
% 51 49
% 52 48
% 49 51
% 47 53
% 50 50
Age 18 - 34 yrs 35 - 54 yrs 55 +yrs
28 35 36
27 35 37
30 36 34
30 39 32
30 35 35
32 36 32
32 34 33
Social Grade ABC1 C2DE
60 40
53 47
55 45
57 43
68 32
61 39
60 40
• sample reflects England, Wales & Scotland demographic profile by
gender, age, and social grade • weighted to correct minor imbalances
• sufficiently large base sizes for analysis of those living in London, and weighted data to reflect correct proportions by RDA
In both ‘09 and ’10, 14% took a holiday/ break in England that replaced one abroad
Q3b/4b/5b Did any of the holidays/short breaks that you took within England in 2009/ that you’ve taken so far in 2010/ that you plan
to take within England between now and the end of 2010 replace trips that you would normally have taken abroad?
Base: England holidays taken: (2009 = 607, 2010 to date = 510, 2020 to come = 389)
% taking holiday type during 2009/2010
60
60
50
38
1 in 4 longer holidays in England replaced a holiday abroad
% of England holidays taken replacing a holiday abroad
Q22 Did this holiday replace one you’d normally have taken abroad?
Base All 2010 England holidays taken (890)
Slightly higher proportion took more UK holiday than normal in 2010 than did in ’09
Q3f Overall, did you take MORE, LESS, or THE SAME amount of holidays in the UK during 2009 than you normally tended to take
before 2009? Q5f Overall, by the end of 2010, will you have taken MORE, LESS, or THE SAME amount of holidays in the UK during
2010 than you normally tended to take in the years before 2009? Base: All (1000+)
Amount of UK holiday taken vs normal before 2009
SWITCHER HOLIDAYS
Q12 How many of each type did you take/ will you be taking this year (ie 2010). Q15 How many of each type did you normally take
per year before 2009? Q16 And thinking ahead, how many of each type do you think you’ll take in 2011? Base: All Switchers
% taking
holiday types 09 & 10 Switcher (80) 09 not 10 Switcher (75) 10 not 09 Switcher (81)
England
No of
nights
Pre
09 2009 2010 2011
Pre
09 2009 2010 2011 Pre 09 2009 2010 2011
1-3 67 64 71 69 72 63 57 62 72 55 70 75
4-7 39 42 53 45 28 40 25 31 25 32 48 47
8+ 14 10 14 17 2 4 2 2 7 6 10 9
Abroad 1-3 28 5 9 18 11 8 7 15 16 10 9 13
4-7 42 19 22 25 47 16 22 40 54 24 19 39
8+ 46 27 19 35 52 19 42 33 62 48 20 47
EXTRA HOLIDAYS
Q12 How many of each type did you take/ will you be taking this year (ie 2010). Q15 How many of each type did you normally take
per year before 2009? Q16 And thinking ahead, how many of each type do you think you’ll take in 2011? Base: All Extras
% taking
holiday types 09 & 10 Extra (66) 09 not 10 Extra (79) 10 not 09 Extra (104)
England
No of
nights
Pre
09 2009 2010 2011
Pre
09 2009 2010 2011 Pre 09 2009 2010 2011
1-3 58 65 76 70 69 63 62 78 61 38 66 65
4-7 29 27 47 38 35 40 41 39 32 22 35 37
8+ 12 10 17 21 10 7 6 9 7 2 10 6
Abroad 1-3 16 9 11 18 15 10 20 24 19 7 16 20
4-7 44 24 21 28 43 34 34 42 54 21 37 40
8+ 46 32 30 33 50 35 32 48 42 30 36 54
1 in 4 longer holidays in England replaced a holiday abroad
% of England holidays taken replacing a holiday abroad
Q22 Did this holiday replace one you’d normally have taken abroad?
Base All 2010 England holidays taken (890)